The end of widespread tracking is likely still a year off. So, do marketers start exhaling in relief? Well, it's a matter of perspective. Some are navigating these waters pretty well by updating their ad tech partners and changing their measurement plans. On the flip side, there are others who are still figuring out how to tackle the issue. And then there are those who are just not dealing with it at all.
Sure, these viewpoints might seem offbeat, but that's because they're not mainstream. They're championed by a minority of marketers, according to interviews with ad execs for this article. Some of them have been dealing with similar problems on Apple devices due to the throttling of third-party tracking in its browser and on its devices over several years. So they've had the inside track on what a privacy-centric advertising strategy involves. Think consent handling, data recording and smart usage for better ad targeting and performance measuring in the ad tech universe. Or put simply, they grasp what might hit the rocks when Chrome boots out third-party tracking, especially in terms of gauging ad effectiveness.
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